[1] The product gives broadcasters the opportunity to publish real-time in-tweet video clips that are accompanied by pre-roll or post-roll advertisements.
[6] During a show's broadcast, Twitter Amplify can send a barrage of tweets with rich media and interactive contents such as video clips and audience polls to drive people to the program.
Broadcasters and rights holders can therefore ensure their video tweets are seen and use paid media distribution (Twitter Amplify) to extend this reach to a much wider and relevant demographic.
[10] In March 2014, ITV became the first major broadcaster in the UK to sign up to Twitter Amplify,[11] and BSkyB followed suit in October 2014, having been sharing video on the platform since 2013.
According to an industry source, McDonald's, Verizon and Microsoft paid seven figures each to sponsor the NFL's Amplify videos and to promote the tweets.
[15] The company was helping broadcasters and rights holders to share video content both organically across social and via Twitter's Amplify program.
[17] By September of the same year, the company also began placing video contents and livestream atop Twitter users' timeline, giving them more prominent exposure.